Ah, ethics. Such a foreign concept in the modern day of digital marketing; I’m kidding, actually, but only sort of. One of my favourite topics in the world of professional copywriting is ethics. Specifically, how essential it is to keep ethics in mind when creating modern copy for brands. I’ve already spoken about what ethical copywriting is, but let’s get a bit more detailed on its importance for the modern writer.

Why ethics matter in copywriting

There are so, so many reasons why ethics matter, so this is just going to scratch the surface of the intriguing world of ethical copywriting.

• You can show your brand’s pros and cons: Any real brand and product will have upsides and downsides. Writing ethical copy helps you highlight the pros and acknowledge the cons so that anyone reading the copy will see that you are being honest. Any potential buyers deserve to know these details and will appreciate your transparency!

• You can build trust with the readers and followers: A brand’s relationship with potential customers is essential. It is the hardest thing to earn and the easiest thing to lose. An ethical approach to creating copy will be a key part of prioritizing trust and helping form a strong relationship with the public.

• You can feel good about the copy you are creating: This may not seem like it matters, but after a while, it does. Since you are responsible for creating strong copy that promotes the brand, you want to ensure that you actually support the brand you are writing for! If you don’t have that feel-good feeling, that kind of thing can eat away at your conscience and lead to burnout.

How to prioritize an ethical approach in writing copy

While I wish this weren’t the case, there are a lot of brands that will put sales before everything else. While I completely understand the need to push products and make money, the customer should always be the priority, in my professional opinion.  So, what does that look like when creating copy? It’s pretty simple.

I pretend to be the customer.

Since I’ve been an avid shopper and skeptic most of my adult life, this has led me to be the ideal target for most types of products and services! I am the hardest person to convince when it comes to making a sale or earning a follower.

If you’re not that kind of person, fear not. There’s that one person in everyone’s life who is skeptical, negative, and tight with money. So, pretend you are selling your brand and product to them! What kinds of questions do they have? What cons will they point out when you talk to them? What do they care about most? This kind of approach really helps you create strong, persuasive copy without crossing that line of pushing your product on someone who genuinely doesn’t need it!

So, what do you think about ethics? Is my approach all wrong? Is this something you want to hear more about? Please share below!